A special relationship between BrandLogic and Becton Dickinson (BD)
has grown since 1996, beginning with a special logo and hardbound
coffee-table book to commemorate BD's 100-year anniversary. Since
then, BrandLogic and BD have collaborated to produce the company's
annual reports.
For more than 100 years, BD has touched the
lives of millions of people through its medical diagnostic, drug
research, development and delivery products. Yet the $4.5 billion
company was little known to the public and potential investors. To
help people understand this unique, global company, BrandLogic has
developed a
theme continuum over the years to underscore BD's strengths and
innovations. The annual reports have spoken to the company's
deliberate growth and evolution, and of its work in providing
critical tools, solutions, and contributions to improve human
health, always with a focus on the end user – the medical
practitioner and the patient.
According to BD's director of investor
relations, "Our recent annual reports have done an excellent job of
articulating BD's new vision. The books speak to our
constituencies, both within and outside the company, about the
dramatic changes we've undertaken."